Can you tell an iPhone user from an Android one?

15 Oct 2017

More iPhone users prefer Honda and BMW than Android users in the U.S. A new study reveals small differences in their preferences such as hobbies, cars and fashion brands. Android users like Levis jeans far more than iPhone users while iPhone users buy more big brands and shop at stores more often than Android users. This graphic is based on a study done by Cambridge Analytica, an international data analytics group that has been in news for its links to U.S. President Donald Trump‘s election victory and the Brexit vote.

Cambridge Analytica is a privately held company that combines data mining and data analysis with strategic communication for the electoral process. It was created in 2013 as an offshoot of its British parent company SCL Group to participate in American politics.
This study is just a tip of the iceberg of information on preferences of people that Cambridge Analytica possesses. It claims to have up to 5,000 data points on these 230 million Americans. “We build your custom target audience, then use this crucial information to engage, persuade, and motivate them to act,” it says on its website. The firm did data analysis for Donald Trump’s presidential campaign last year. It had also worked for Texas Republican Sen. Ted Cruz’s campaign. Former White House chief strategist Steve Bannon was a vice president of the company partially owned by conservative billionaire Robert Mercer.

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